NTT Data becomes AI partner of ATP Finals in Turin

NTT DATA has become an AI and Technology Consulting Partner of the Nitto ATP Finals, giving the company a presence at the 2026 tournament in Turin.

It has joined the event as a Gold Partner and will serve as Official AI Consulting Partner and Official Technology Consulting Partner. The tournament is scheduled to take place at the Inalpi Arena, where NTT DATA plans to present technology demonstrations linked to sport and human performance.

The partnership places the technology group alongside one of men's tennis's best-known season-ending events. NTT DATA will use the tournament to show how AI, data and related systems can generate performance insights and support decision-making under pressure.

Kazuhiko Nakayama, President and CEO of NTT DATA Group, outlined the company's view of the link between sport and technology.

"What makes sport extraordinary is ultimately human: the ambition to push boundaries, the courage to take risks and the determination to achieve more," Nakayama said.

"Technology has the power to unlock even greater possibilities by helping people see what was previously invisible and discover new ways to improve. As an AI Consulting Partner of the Nitto ATP Finals, we want to celebrate human potential while demonstrating how technology can expand what people can achieve. At NTT DATA, we combine AI capabilities with deep industry expertise to help clients transform their businesses and create new value."

Turin showcase

As part of its presence in Turin, NTT DATA will host a Tech Corner for visitors. The area is due to feature examples of computer vision, physical AI and AI infrastructure in settings including monitoring, safety, construction and humanoid robotics.

The installation will also include what NTT DATA calls the Mental Economy Gym, developed with Formula Medicine, an Italian specialist in sports medicine and human performance. Visitors will be able to take part in digital challenges designed to measure concentration, reaction and mental workload.

Another demonstration is planned for the Fan Village court. There, an on-court experience presented by FITP will combine cognitive and physical monitoring with AI-based computer vision to provide additional data on player performance.

The announcement reflects a wider trend in professional sport, where tournaments, teams and governing bodies are using technology partnerships to enhance fan experiences and collect more detailed information on athlete preparation and match play. Tennis in particular has become a testing ground for data-led analysis, with systems used across officiating, broadcast coverage and training.

For NTT DATA, the deal also offers a public venue for technologies it sells beyond sport. The demonstrations in Turin will place tools used in industrial and operational settings into a consumer-facing environment, linking them to measurable human activity rather than back-office processes.

Broader strategy

The group described the ATP Finals arrangement as part of a broader run of sports partnerships. It said those agreements are intended to support its brand position around the idea that intelligence comes from both technology and human expertise.

That message runs through the company's account of the tennis partnership. Rather than focusing only on software or infrastructure, NTT DATA is framing the event around the interaction between data, judgement and performance under stress.

NTT DATA is a large business and technology services provider with operations in more than 70 countries. It says it serves 75% of the Fortune Global 100 and is part of NTT Group, which invests more than USD $3 billion a year in research and development.

Sport has become a common route for large technology companies seeking to demonstrate products to corporate buyers and the public at the same time. High-profile tournaments offer a controlled setting for live demonstrations, while the language of marginal gains and performance measurement can help companies explain how their systems work in practical terms.

In this case, NTT DATA is tying its message to the idea that AI can uncover patterns that are not immediately visible to players, coaches or spectators. The Turin activations are intended to show how digital tools can reveal those hidden dimensions through monitoring, reaction testing and computer vision.

The event will therefore serve both as a sponsorship platform and a demonstration space. Visitors will be able to encounter applications ranging from robotics and site safety to cognitive testing and court-based performance tracking.